Best Buy: Establishing a Cultural Connection

November 9, 2010

Executive Summary

Teresa Iglesias-Solomon, VP, Segment and Field Marketing, Best Buy, discussed Best Buy’s efforts to connect with their Hispanic consumers. Best Buy engages with Hispanics via many touch points, including employing bilingual sales people and displaying bilingual signage, offering relevant products, distributing a weekly circular in Spanish, implementing a loyalty program, and building a Spanish language transactional website. They are the only consumer electronics company in the U.S. that can offer a Spanish language transactional website to their consumers.